Apple Sets Advertising Rules Ahead of Maps Ad Launch
Synopsis
The iPhone maker has released new Maps advertising policies, including a ban on home services businesses, as it prepares to roll out the platform.
Apple has issued its first Apple Maps banned categories policy ahead of the launch of its paid search advertising in Apple Maps, while confirming the service will initially only launch in the United States and Canada.
The new regulations have already started to grab attention because although the policy is not expected to come into effect in Australia for an unspecified amount of time, it also prohibits a raft of business industries that would normally advertise on competing mapping platforms.
Businesses in the following industries will be prohibited from advertising: Plumbers, Electricians, Locksmith, Roofers, Heating and Cooling Contractors, Pest Control Companies and other home services.
Bail bond firms and ATM operators will also be banned, however ads from medical companies will be assessed on a case by case basis. Apple's existing advertising regulations still apply, restricting political advertising.
Different Approach to Local Search Advertising
Unlike Google Maps, Apple's Apple Maps advertising policy does not enable advertising from home service businesses, unless they are Google certified and adhere to local regulations on advertising. Although no reason was provided for these sectors being omitted from being advertised, these industries have been stipulated as excluded by Apple's published policy once Maps advertising comes online.
According to the company, sponsored listings will be identifiable and will be present in Maps search results, allowing businesses to advertise their brick and mortar stores without influencing the position of sponsored listings, as well as adhering to all current privacy guidelines and not enabling Apple to combine location data of users with ad-based interaction data or share it with third parties.
Australian Businesses Await Expansion Plans
Australia businesses will not be able to participate until a local Australia Maps ad product is launched. Apple hasn't provided information as to when it intends to launch a local Australia ad product for Apple Maps.
This is the same case for local trades and service providers, unless the company extends its Maps advertising offering beyond the North American region, whereby rules would need to change.
The release represents Apple's newest advertising offering within the Services arm of its company.
Last quarter alone, the company reported a total revenue of US$94 billion, including a record US$29.9 billion earned in Services alone. Advertising, cloud computing, payment services, digital content and subscriptions all come under this sector and it is the one growing the fastest for the technology giant.
As location-based advertising continues its growth in the market, it comes as no surprise Apple would take a step into this domain, with global digital advertising set to exceed US$800 billion by 2026 and search advertising set to lead the way, according to Statista Market Insights.
It's true the Apple Maps ad offering will enter this market with a more limited choice of advertisers than some existing rivals, but it is certainly a market Apple's 53 million+ (according to Global Web Index, H1 2022) iPhone users are open to.
Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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